native advertising need-to-knows
TRANSCRIPT
Buzzfeed & Obama: Native Advertising Need-To-Knows Sarah Eva MonroeSenior Creative Director, mStonerSenior Advertising Strategist, OFA ’12
Monday, April 15, 13
Advertising on the Internet☛Advertising supplies online publishers with revenue so they can pay their staff.Milestones:
1994: AT&T created the first banner ad (44% CTR)
2013: Banner advertising is a $13 billion business (0.2% CTR)
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What’s wrong with banner ads?
We Ignore ThemDid this section of the page draw your eye? That’s because we’ve become very skilled at disregarding
advertising and honing in on “real” content.
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What do viewers look at?Four ways to attract web viewers’ eyes
Plain textFacesCleavage and other "private" body parts
Making the ad look like non-advertising content
SOURCE: NIELSEN NORMAN GROUP HTTP://WWW.NNGROUP.COM/ARTICLES/BANNER-BLINDNESS-OLD-AND-NEW-FINDINGS/
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Native advertising,defined
Advertising content that lives in the editorial well, not the advertising well of a siteHallmarks:
Consistent with the editorial voice of the publicationEntertaining, with a soft sell call to action, if anyPresented as in a format meant to mimic contentNot interruptive. Users choose to interact.Translation: Ads you’d like to read/see/hear
“ON YOUTUBE A NATIVE AD FORMAT IS A PROMOTED VIDEO, AND ON TWITTER THE NATIVE CONTENT UNIT
IS A PROMOTED TWEET.”
SHARETHROUGH CO-FOUNDER AND CEO
DAN GREENBERG
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What’s wrong with the advertising well?
Interruptions break the narrative
Interruptions cause lingering tension and upset well-being
POINT “When their thoughts were interrupted ... it took [participants] 15 to 20 minutes to get back into the mental swing-of-things.”
COUNTERPOINT “Commercials make TV programs more enjoyable to watch. Even bad commercials,”
HTTP://WWW.PSYCHOLOGYTODAY.COM/BLOG/PEOPLE-PLACES-AND-THINGS/201301/EVERY-LITTLE-INTERRUPTION-COUNTSHTTP://WWW.NYTIMES.COM/2009/03/03/HEALTH/03MIND.HTML?_R=0
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AD SPACE ON THE NEW YORK TIMESCOMPLETELY SEPARATE
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AD SPACE ON BUZZFEEDINTEGRATED
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Which one is native advertising?☛
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Does native advertising work?Yep.
What works: Ads that fulfill the promise of being content that you’d actually like to watch and share.
SOURCE: NIELSEN CASE STUDY: “COMPARING RESONANCE FOR NATIVE AND PRE-ROLL VIDEO ADS WITH REAL-TIME METRICS”, MARCH 13, 2013
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Native advertising is everywhereBuzzfeed Featured Partner Posts
Facebook Sponsored Stories
Twitter Promoted Tweets
Promoted Videos on YouTube
Branded playlists on Spotify
Sponsored check-ins on Foursquare
and...Google AdWords.
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Attitudes toward native advertisingConsumers
Entertained, Oblivious, Confused, BetrayedPublishers
Compensated, Resigned, ConflictedAdvertisers
Successful, Creative, On-trend, Forward-thinking.Journalists...?
Entertained, Oblivious, Confused, Betrayed, Sad.
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Where does advertising stop and editorial begin? ☛
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What does this mean for content creators?☛
1.Native is not new: Advertorials and infomercials are the earliest forms of online native advertising.
2.Fewer disruptive ads creates a more positive experience for the user
3.If users aren’t “disrupted” by an ad, that means they may not recognize that it’s not editorial coverage.
4.It’s everywhere and it works.Monday, April 15, 13
What do YOU think this means for content creators?☛
?Monday, April 15, 13
Buzzfeed & Obama: Native Advertising Need-To-Knows Sarah Eva MonroeSenior Creative Director, mStonerSenior Advertising Strategist, OFA ’12
THANK YOU!
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